JANUARY 2024
exhibitor newsletter
JANUARY FEATURES
SALES SWAGGER
THE ART OF MIRRORING
TO ENHANCE CLIENT RAPPORT
MARKETING MASTERY
DPMs: THE RESOURCE THAT'S BEEN THERE THE WHOLE TIME
CONQUERING CONFERENCES
SIMPLE IDEAS TO SPICE UP YOUR BOOTH
PODCAST PEARL
TRAVEL & PRODUCTIVITY
MY 10 PAGES
CREATVIVITY IS NOT CREATED
CONFERENCE CALENDAR
NEXT 90 DAYS IN MEETINGS
NEWSLETTER NOTICE
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SALES SWAGGER
THE ART OF MIRRORING
RAPPORT - JUST ANOTHER BUZZ WORD.
You've likely read about or been in a sales training session when the concept of "building a rapport" with your client(s) comes up. For me, the term "rapport" is thrown around as loosely as "I love you."

Creating and maintaining rapport with your client base, is more than a general TLC call (this was the term that was used for "tender, loving, care" calls to clients at a company I previously worked for). The TLC call is your standard check-in to make sure they seem satisfied or if there's anything they need; same 'ole, same 'ole.

Building a strong rapport demands more. It requires self awareness to recognize the way you communicate - which is not just about the words you are saying and the way you are saying them, but the way you are listening as well. It also requires sharing additional verbal and non-verbal expression of emotion and interpersonal connection.

Strangely, this topic came to mind as I was watching a documentary a couple of weeks ago called, "The Vow." If you haven't seen it - whoa! It's not something I'm going to get into here, but in a nutshell it's another guy who creates a business but it's really just a dangerous, manipulative cult.

I am certainly not encouraging anyone to use the interpersonal tactic of rapport building to be used unethically, but the point here is that when you are able to master rapport, you may notice a nice little increase in those sales numbers.
UTILIZING MIRRORING TO ENHANCE RAPPORT
I'm going to circle back to the point of inspiration for this article - the documentary. In fact, I have provided the clip where Nancy (the business partner of business/cult leader, Keith Raniere) articulates this concept and breaks down why mirroring works.
Clip from HBO Documentary "The Vow"
Season 2, Episode 2
Again, while the use of mirroring in this circumstance is highly unethical, it can be used with your prospects and/or current client base as a highly effective non-verbal strategy to increase sales and buy-in to other products or services.
 
The first step is knowing how you communicate. Ironically right before I saw this episode of The Vow, a client of mine asked me if I was an extrovert or an introvert. I told him, I actually think I'm an introvert, but nobody would know that because I'm naturally very good at mirroring others. So when I'm in a social situation, my mirroring skills kick in and it appears that I am an extrovert.
 
If you can become self aware of your communication style and reflect on your client interactions, you can start to consciously mirror. Then once you make a habit of mirroring, it will become like muscle memory and you will employ it subconsciously.
 
So if a client leans in, you lean in; or if somebody is a little standoffish, give them some space. You are creating an environment where they feel comfortable and they don't even realize you're establishing a subconscious connection.
 
Bottom line - when your clients or prospective clients feel connected, they feel trust; and ultimately anyone who trusts you are more inclined to sign the dotted line.

Thoughts? Questions? Email Me!
PODCAST PEARLS
Noteworthy takeaways from our fave podcasts.
Many of you travel - A LOT! Traveling often to conferences can make the concept of routine completely unrealistic.

Because of this, you may want to optimize the shows you choose. Traveling takes a toll on your productivity, so it may behoove you to do fewer shows throughout the year; crush them, and then bank the results with consistent, focused follow-up.

Check out this short segment of one my favorite podcasts: The Daily Stoic. I hope it helps you create some new traveling habits to get you into a routine that yields positive results - mentally, physically, and financially. ENJOY!

-Sarah
Is there a Podcast that you think our exhibitor family could benefit from? Please let us know by emailing us at beheard@podiatrymeetings.com

SUBJECT LINE: Podcast Recommendation
Then just tell us a little about why you think this podcast is a good listen.
MARKETING MASTERY
DPMs: THE RESOURCE THAT'S BEEN THERE THE WHOLE TIME
You know who they are - those DPMs that just LOVE everything you say and do. You find yourself saying, "I wish every DPM was like that."

Well, that's not ever going to happen - but we can still use some marketing mastery to recruit more of those DPM Superfans... or what we know as BRAND CHAMPIONS.
Square Peg, Round Hole.

  • Avoid trying to force a key opinion leader into this position. When it’s not real, people can tell. Some “big names” weren’t recognized until they backed a brand.

  • Ask your Customer Service Team where your potential brand champions are hiding; they know your customers better than anyone else in your company.

  • Make sure you choose champions who don’t dip their pen in everybody’s ink; everyone can spot a phony who's just looking for an easy paycheck.
Keeping it Classy.

  • Right Place, Right Time. Everyone can tell when they are being put into a situation that isn’t natural; let your brand champions tell their stories when it makes sense and is in context. Also – don’t give them a script. Let them use their own words and authenticity will shine.

  • No Pressure. Referring your favorite, trusted brand shouldn’t feel like work. Avoid quotas and meetings where you pester your champion about why they haven’t sent any leads over recently; unless you want to create resentment and break up.

  • Keep Your Ego in Check. Maintain respect for them as a client, not as an employee. Also remember that there is a difference between friendship and professional friendship. And finally, shut your lips and learn. Always make sure your champion feels heard by you; you need to genuinely consider their feedback.
Taking the Podium.

  • Educational Grants. This only works if your science genuinely fits within the agenda; attendees always know when a speaker is trying grasping for straws to make it fit into the scientific track.
  • Non-CECH Speaking Opps. Choose a meeting that makes sense for your Champion(s); again, never making a situation feel forced. Create a dynamic atmosphere with an interactive lecture vs. a “I speak, you listen” presentation.

  • Webinars: Finding a Balance Between Science and Revenues. Know your audience. Know who values clinical over practice management and vice versa. Not every webinar can be one or the other either; sometimes you have to have a hybrid webinar. PRO TIP: More, short, focused webinars vs. few, long webinars.

  • Peer-to-Peer Trainings. Let your prospective clients get “their hands dirty” with workshops that are led by your champions(s). The likelihood of real world success stories increase. Peers also feel more comfortable with peers (vs. feeling “stupid” with a sales rep.)  VIDEO TAPE THESE!!!
This is just a starting point. Next month, I'll be sharing more on Collaborative Case Studies and Referrals.

Thoughts? Questions? Email Me!
MY 10 PAGES
Random reflections from what we're currently reading.
This is the book that inspired me (Sarah) to go out on my own and become my own boss. I come back to it every so often and I continue to take something new away from it each time.

I just read a quick passage that states: "Creativity is not created, it is there for us to find - it is an act of discovery."

It immediately reminded me of a note I made to myself about this very specific concept...

This is the EXACT email I sent to myself on 1/18/24...
Subject Line: Creativity Does Not Run on a Schedule.

I’ve been trying to get more organized and into a routine without allowing myself to divert from it…. HOWEVER, creativity is fleeting and it doesn’t run on a schedule.

So – give yourself the freedom and flexibility to stop in your tracks to get something down on paper when you have a random moment of inspiration and creativity.

At the very least do what I’m doing now and type out yourself an email of the concept you just thought of and save it in your GREAT IDEAS folder.

Is there a book that you think our exhibitor family could benefit from? Please let us know by emailing us at beheard@podiatrymeetings.com

SUBJECT LINE: Read This Recommendation
Then just tell us a little about why you think this book is worth a read.
CONQUERING CONFERENCES
SIMPLE IDEAS TO SPICE UP YOUR BOOTH
Making your booth the talk of the tradeshow doesn't have to be difficult or expensive! Last week Ann and I were at the FPMA SAM Conference and the theme was MARDI GRAS! As soon as we heard that, we knew we were going to have some fun!
We haven't updated our booth table top display or table cloth since our first conference in October of 2019, but we have made some simple additions here and there and we always "understand the assignment."

What does that mean? Well, again, we knew the theme was Mardi Gras, so we made sure to deck ourselves out in beads and masks the entire time we were at the show. It gets noticed.

When we were in Nashville for the APMA National Conference last summer, we knew we had to bring the thunder with cowboy hats and our favorite boots! Having Dolly Parton at the booth was also a HIT - just like
"9 to 5" and "Jolene."

We also love to provide insanely cheap badge ribbons. We couldn't believe how much traffic our booth received the first time we busted out these little magic badges at the 2022 Kent State Meeting.
Note; I'm standing with a replica of myself! For 4 years, we have traveled with our cardboard cut-out body doubles and it creates a conversation every single time we're at a conference. Less than $100 for these simple, but hilarious booth additions.

We have to remember that DPMs like to have fun! So try not to take yourselves TOOOOOO seriously. If creating cardboard cutouts is not up your company's alley, that's OK! There are tons of ways to get creative, but you have to step outside your comfort zone here and there.
Hidden Gems
Many times, the theme or the location of the meeting will inspire ideas (like it did for us in Nashville and for the Mardi Gras theme at SAM). But other times ideas come out of nowhere; so always have your "possibility cap" on in order to see potential where you never knew it was lying.
For example, I had to purchase some photo equipment for my office and client work. I went on Amazon and purchased this rotating display stand for $10!! I don't know what it is about things that spin - but we love it! Click on the image to get it for your own booth.
I was also researching supplies for a party I was throwing for a friend and stumbled upon these amazing rope lights! As soon as I saw them, I knew I wanted to use them in our booth. Now we wrap them around an iPad stand to entice more DPMs to take our online physician survey on site.
Click on the image to get it for your own booth.
TODAY I was looking for cool prizes that we could offer to our DPM readers and I found this Essential Oils Diffuser that has flames in PodiatryMeetings.com colors. If you think I'm not going to buy this and add it to FIRE UP OUR BOOTH, you're dead wrong.
All of these types of options are inexpensive and they are much more interesting than a flyer or a brochure.

Thoughts? Questions? Email Me!
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